Notes: Mobile Marketing session (Session 3, Room F)
- How do free ad-supported handsets/carriers/services market themselves?
- How is web marketing different from mobile channels?
- Distinctions among Mobile Marketing, Mobile Advertising, and Mobile Ecommerce
- Ad-supported mobile content
- Sponsored content
- Video snacking (2-5 min. videos)
- Mobile app pricing will go down; how can we monetize otherwise, e.g. with advertising?
- What are the revenue models?
- How to do marketing to mobile channels (plural)?
- Ad supported content
- Case 1: Harry Potter: wallpaper, txt messages, all free
- Case 2: James Bond ringtones: wanted to sell ringtones, don’t want to give it away; SONY
- Both were winners, giveaway and selling
- Example 1: 8% uptake for selling video vs. 30% youtube (free)
- 3UK, 40% for free, 1-2% for paid (paid sounds high)
1. voice
2. sms
3. browser based
4. downloadable app
- Is mms another important mode? (problems with reach and compatibility)
- Marketing, always integrate with voice with sms (e.g. with link to a photo); easy to get photos FROM phone
- Selling to kids, via txt, e.g. music and movies (multimodal)
- mobile is useful as a marketing tool, more than as an ads platform
- international differences in markets
- mobile ESPN, great user experience, tough business model - it was available only on 1 phone
- McDonalds, mobile sms was 40% of campaign, expected 10%
- Txt-ing at game in stadium: "So-and-so will be on stage in 40 min." (requires pre-signup with phone #)
- Internationally, MMS is way bigger than US, US is catching up on SMS, eventually maybe on MMS
- USA Network: call in shortcode, put in show name; next step, make it interesting (e.g. have characters from show provide interesting hello, etc.)
- Is AdMob banner ad idea viable? Banner ads are broadcast, not sufficiently narrowcast?
- How to make money from iPhone apps? Get a sponsor....
- Compare banner ads on Web in 1993 to on-device browser banners 2008
- Marketing - includes advertising, plus forums, plus other promotion
- Rhythm NewMedia, free video content, (in Europe they comp. the sms too)
Page Last Updated: Mar 23 9:38pm by David Schoenbach